Tag Archives: Social media

Marketing Campaigns for Nonprofit Organizations

Marketing for a nonprofit organization can present challenges to marketers. While basic marketing principles follow the same guidelines for products, there are differences in marketing for organizations that are nonprofits providing critical services, versus products from for-profit organizations. For-profit organizations can focus marketing messages on the delivered value and benefits of the products for the consumers. It’s relatively clear-cut.

On the other hand, nonprofits have a wider audience and often have no tangible product that can be delivered to its supporters. And, instead of more easily identified consumers, nonprofits must attract and retain donors who may be giving funds only when the spirit moves them. These are not necessity purchases per se; they are donations given to support something that is important to the donor. While donors and consumers can both be considered target markets, donors are driven by passion and causes rather than immediate needs and wants. They psychology is different.

Nonprofits need to use compelling visual marketing to appeal to donors. Top nonprofit marketers use powerful videos and photos of those whose lives will be changed by the organization. Testimonials and infographics are also important tools along with clear, targeted communications in order to retain the donors. A disaster may drive donations to quickly mount, but how are the donors retained over time?

Social media is an important tool for nonprofits to reach and engage donors. Branding is also critical to build and maintain a clear identity. And, social media campaigns have the added benefit of possibly going viral. Remember the ALS Ice Bucket Challenge? That was one of the top campaigns ever produced, generating $115 million in the summer of 2014 and garnered celebrity participation and donations.

All that from a bucket of ice.

Group Activities and Discussion Questions:

  1. Discuss the importance of marketing for nonprofits.
  2. Show several nonprofit campaigns:
    1. Make a wish: https://www.youtube.com/user/MakeAWishFoundation
    2. Water is life – 1st world problems: https://youtu.be/fxyhfiCO_XQ
    3. Project life jacket: https://www.facebook.com/ProjectLifeJacket/
    4. Truth: https://twitter.com/truthorange
    5. Water Aid: https://www.wateraid.org/us/get-involved/give-a-shit-donation-country-page
    6. World Wildlife Fund: https://twitter.com/wwf
    7. ALS Ice bucket challenge: http://www.alsa.org/fight-als/ice-bucket-challenge.html
  3. Divide students into teams and have each team select five different nonprofit organizations that they admire.
  4. Have each team delve more deeply into one of the nonprofits, making sure that each team has a different organization.
  5. Finally, have students develop a storyboard for a nonprofit organization.

Source: Allen, Z. (15 August 2019). 8 top nonprofit online campaigns that rocked social media. Socialbrite.org.

 

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Experiential Marketing Keeps Evolving

In today’s fast-paced Instagram world, experiencing a product and brand is more important than ever to consumers. While experiential marketing is not a new tactic for marketers, it has certainly increased in the past few years due to social media usage, and the rise of selfie photos showing consumers interacting with brands and products.

In the past year there were thousands of pop-up experiences and stores around the country. Some of the more well-known ones are the Museum of Ice Cream, 29Rooms, and products such as Peleton bikes. Other pop-up experiences have come from retailers such as Birch Box, Tiffany, Adidas, Samsung, Amazon, Dior, Payless Shoes, and even HBO show ‘Game of Thrones’. In the past, we might have called these ‘kiosks’ but that doesn’t do justice to the full experience offered by the new world of pop-ups. In their new iteration, the pop-ups may offer a brick-and-mortar experience (such as Museum of Ice Cream) or include another form that offers a fully immersive experience.

For today’s Millennial shoppers, content is key. These shoppers not only check their phones continually, they also generate their own content at a high rate!

What experiences do you want?

Group Activities and Discussion Questions:

  1. Discuss the different forms that experiential marketing can take.
  2. Show several examples: 29 Rooms: http://www.29rooms.com/
  3. Museum of ice cream: https://www.museumoficecream.com/
  4. Rose’ Mansion: https://www.rosewinemansion.com/
  5. Poll students: What has been their experience with pop-ups and immersive experiences?
  6. Divide students into teams. Assign each team a product, or let the teams select their own products.
  7. Have each team develop an experience for that product.

Source: Ramirez, D. (12 March 2019). Creating experiential that stands out in a crowded industry. Ad Week.

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YouTube Ads Leaderboard: 2018

Starting a new year is a good time to examine the winning campaigns from last year. The most compelling advertisements and videos are ones that have a strong story, humor, inspiration, and excitement. They build a bond with the audience, and inspire thoughts and action. It’s not easy to create a short video that engages audiences and inspires them to share the video and view it more than once, so it is worth examining the top ad videos from 2018.

Here are the most viral brand videos posted to YouTube in 2018. Combined, these top five videos generated more than 172 million views last year!

  1. Amazon – Alexa Loses Her Voice (50+ million views)
  2. YouTube – Music (39+ million views)
  3. OPPO F7 (India)– Real Support Makes Real Hero (31+ million views)
  4. Nike – Dream Crazy (27+ million)
  5. Turkish Airlines – Safety Video with the LEGO Movie Characters (25+ million)

Remember, these are the ads that people choose to watch. An algorithm factors in organic and paid views, watch time, and audience retention.

Which ads do you watch online?

Group Activities and Discussion Questions:

  1. Discuss the importance of branding and brand management. How do the videos fit into branding?
  2. Divide students into teams. Have each team analyze one of the following videos with respect to target market, key message, type of appeal, etc.
  3. All ads are available at: https://www.thinkwithgoogle.com/advertising-channels/video/youtube-leaderboard-year-end-2018/
  4. When teams have completed this, have each team show the video and discuss their analysis with the rest of the class.
  5. What are the commonalities between the videos? What are the differences?
  6. What should other companies do to replicate the success?

Source:  Think with Google. YouTube ads leaderboard: Global year-end 2018.

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